Page:Newspaper writing and editing.djvu/355

 Aims of the Newspaper. The present-day newspaper, as a result of this evolution, undertakes to accomplish five ends: (1) to furnish news, (2) to interpret the news and to discuss current issues, (3) to give useful information and practical advice, (4) to supply entertaining reading matter, and (5) to serve as an advertising medium. The primary purpose of the newspaper is undoubtedly to furnish news and editorial discussions; the secondary one to supply useful information and entertaining reading matter. These results, however, can be accomplished with the present small cost to the reader only by reason of the fact that the newspaper is a valuable purveyor of advertising publicity.

The interrelation between the advertising matter and the other contents of the newspaper is a vital one. The value of newspaper advertisements is determined by the number and the character of the persons who read the "ads," that is, by the circulation of the newspaper. The circulation, in turn, depends on the amount and the character of the news and other features of the newspaper. Increases in circulation make possible higher advertising rates, and higher rates produce larger revenues from advertisements. The greater income received from advertising and circulation is generally used to increase and improve the reading matter. Decreases in advertising revenues usually mean retrenchment in expenses and a reduction of reading matter. If this reduction in news and other features of the newspaper is marked, the paper will lose readers. Advertising, circulation, and the character of the contents of a newspaper are thus closely bound up with one another.

Recognition of Its Public Function. That in its primary purpose, of furnishing the news of the day with an interpretation of it and a discussion of current